Overall Ad Performance Metrics
Video Ad Performance Benchmarks, North America
Geography:
Overall
Video Ad Performance Metrics
by Country
Completion Rates
Midpoint Rates
Video Viewability Rates, YouTube vs. Non-YouTube
by Device
Overall Ad Performance Metrics
Clickthrough Rates (CTR)
Completion Rates
Impression Share
by Device & Country
Video Ad Completion Rates
In-View Times
Played In-View Rates
by Ad Length
Clickthrough Rates (CTR)
Completion Rates
Viewability Rates
Viewable Completion Rates
by Purchase Method
Clickthrough Rates (CTR)
Completion Rates
Viewability Rates
Viewable Completion Rates
Geography:
North America
 
Edit Title
Video Ad Performance Metrics, North America
TimeframeQ3 2016Q4 2016Q1 2017Q2 2017Q3 2017
Completion rate
67.0%
65.0%
73.0%
73.0%
68.0%
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Viewability rate
55.0%
63.0%
69.0%
61.0%
55.0%
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Viewable completion rate
60.0%
75.0%
73.0%
71.0%
68.0%
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Clickthrough rate (CTR)
0.37%
0.34%
0.45%
0.30%
0.26%
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Source: Extreme Reach

Note: represents activity on the Extreme Reach platform, broader industry metrics may vary

Additional Note: viewability rate is the percent of impressions 50% in-view for at least 2 consecutive seconds; completion rate is the percentage of measurable impressions where the ad played to completion, regardless of viewability; viewable completion rate is the percentage of viewable impressions (in-view for at least 2 consecutive seconds) where the ad played to completion; clickthrough rate (CTR) is the ratio of clicks to measurable impressions

Methodology: Data is from the quarterly Extreme Reach reports titled "Digital Video Benchmarks." Digital video ad impressions were served in North America on the Extreme Reach platform via connected TV, desktop, smartphone (including in-app and web browser) and tablet during each quarter. Impressions were served primarily in the US. Many of Extreme Reach clients are among the Fortune 100 companies. Extreme Reach is a digital video/TV ad server and analytics company.